Digiday+ Research: Independent agencies bear the cost of data collection
Agencies normally aren’t shy about passing work costs on to their clients. Yet as more agencies work to gather and store data about internet users, a significant percentage of independent agencies are bearing that cost on their own, according to new Digiday+ research.
In November, Digiday polled several dozen agency and brand professionals on a number of topics, including how they are preparing for returns to the office and what kinds of vaccination policies their employers have. Forty independent agency professionals with knowledge of how their organizations approach data collection answered questions about that practice.
While a significant chunk of independent agencies do not offer this kind of service to clients, among those that do, close to half said they bear the costs themselves, rather than passing it on to clients.
Anecdotally, respondents who said they worked at holding company agencies were much less likely to pass the costs on, but an insufficient number of holding company agency respondents weighed in on the topic.
While agencies have been collecting data about internet users for years, the relationship to that data — and to the third party brokers that provide it — has changed considerably since Google said it would depreciate support for third-party cookies in its Chrome browser.
The data is typically one service among many agencies provided to clients. Two thirds of the independent agency respondents indicated their agencies offered some combination of creative, media and performance marketing services to their clients.
-
TikTok’s uncertain future: the issues marketers should (and shouldn’t) fret over
A TikTok ban would require U.S. lawmakers to prove that the short-form video app is a genuine national security risk. So far, that hasn’t happened.
-
Maybe Web3 isn’t as dead as it would seem, as agencies play with new data-generating models
Agencies are continuing to invest in Web3 technologies in new ways, from client activations to data management.
-
Why real estate company Windermere is adding influencers to its marketing mix and spending half of its ad budget on them
Windermere is working with Seattle-based agency PB& as well as the home-focused publication Domino to partner with influencers like design influencer Max Humphrey.
-
SponsoredHow critical data pillars will increase brands’ confidence in CTV
Mario Diez, CEO, Peer39 With every quarter, the balance of TV viewership slips away from the traditional linear model and more towards connected TV. Less than half of the adults in the U.S. subscribe to cable or satellite, and fewer than half of the households watched linear TV daily in the second half of 2022. […]
-
Digiday+ Research: Agencies’ attitudes on secondary social platforms have seen ups and downs (especially on Twitter)
Digiday+ Research surveyed over 100 agency professionals, and found that agency clients' approach to the channels categorized as "other social platforms" has been somewhat erratic over the last year.
-
Why DOOH is a big draw for startups and direct response marketers
As digital ad channels, like social and paid search, become saturated and data privacy gets more restricted, startups and small businesses turn to DOOH to boost brand awareness.
